BrightSign Powers Digital Signage Pillar at Westfield

BrightSign, LLC®, the global market leader in digital signage media players, and Project Audio Visual today announced the successful installation of a very unusual cylindrical digital signage column at theWestfield Shopping Centre in White City, London.

Steve Hudson, Sales Director of Project Audio Visual, said, “We claim to be able to fulfil any brief, but this project really put our capabilities to the test. We were required to install a Dynascan curved LED display around a column within a store at theWestfield Shopping Centre. Because we make all of our fixtures to order, ensuring that we can fulfil any brief, this was not a concern. However, our client had an extremely short timescale, which is where we had to use our initiative to ensure that the deadline was met, whilst maintaining our impeccably high standards.”

Steve Hudson added, “Curved signage gives customers a great view of advertisements and on brand content, wherever they are standing. Curved displays give the appearance of a wider screen, catching the attention of potential customers even in a large space, such as a shopping centre. Through the use of on brand graphics, imagery, and video content, the curved video column provides an effective platform to spread brand awareness.”

A major challenge with curved displays is that they are a non-standard format. BrightSign players, with their fully configurable resolution, make it easy to ensure that the content fits the screen correctly whatever the size. “This screen is 820 x 580 format – we were able to set that resolution in the player so that the content wraps around the column correctly,” said Steve Hudson. “The easy and straightforward configuration of BrightSign players in BrightAuthor is a major benefit when we’re working to a tight deadline like this. We simply didn’t have the luxury of using the trial and error approach to find the correct settings.”

The BrightSign media player allows the content to be altered remotely, making it easy for the client to keep up with seasonal branding changes. BrightSign signage offers HD video quality and a solid state platform that can be used to stream presentations and live TV.

The required digital signage display was designed by Project Audio Visual, along with Dynascan. Due to the short timescale of the project, all of the components were flown to the Project Audio Visual warehouse in Shanghai to build the LED column. They then shipped it directly to the site to enable a quick and easy installation, with the display being installed and commissioned within 24 hours of arrival into the UK.

Steve Hudson concluded, “The LED curved display column is a relatively unique set up in the UK, and since installing the column in Westfield Shopping Centre, we have been festooned with enquiries for similar products. We are proud to be part of the trend setting process within our industry.”

For more information about BrightSign’s complete portfolio of digital signage products, visit For more information about Project Audio Visual and its services visit